Scroll to top
© 2020, O U R F O X R U N

Singtel Easy Mobile! UI/UX Improvements

super-admin - February 1, 2016 - 5 comments

I highlighted their technical and interface shortcomings “The target audience is mobile users, but is the site mobile-friendly?”

This is what happens when you just don’t care about the online user. This is what happens when designers develop, developers design, business units dictate the roadmap and talent in general lacks.

graph48% of Singaporeans using their smartphones to research on products before buying. So what do Singaporeans do with all these connected devices? Shopping, of course. Smartphone usage in the world, with Singapore leading at 85%.

In this post, we explain why having a responsive website is so critical to your marketing as well as some key considerations to keep in mind when designing a responsive website.

What’s the difference between mobile and responsive design?
There are two major methods for creating mobile websites: responsive design and mobile templates. Responsive design requires you only have one website that is coded to adapt to all screen sizes, no matter what the device the website’s being displayed on.


One of the best things about a responsive website is that this approach gives you the best chance to support newer devices and screens in the future. scaling up or down as needed to best fit the screens being used to access the site.

Why? Because Google. Earlier this year, Google made a push for responsive designs by adding it as a factor in their ever-changing website ranking algorithm.

It’s hard enough to keep one website updated and relevant. Trying to keep multiple sites up to date and consistent with messaging is even more of a challenge.

How quickly can I understand what EasyMobile is and why it’s important to me to switch? Is the messaging clear and concise? Is it

Consider your favorite websites and applications. You enjoy them because they’re immersive, easy to use, and allow you to accomplish your tasks—whether it’s reading the news, organizing projects, or browsing the latest in cat fashions—with a minimum of fuss. They add efficiency and value to your life. That’s a sign of good UI design. When planning the kind of user experience you want to provide, be sure to address the issues below before your site goes live.

igsaMaking a good first impression
For most visitors, the way your website looks will inform how they first view your business. An overwrought, cluttered aesthetic can be just as off-putting as one that is too sterile. Try not to go all in on garish color schemes or cute fonts, which can make even a new site feel outdated.

On the web, bad UI can be hard to avoid, but with some attention to a few common issues.

  1. Allow to user to select the plans at the same lavel. In this case user can spend more time at the landing page.
  2. The key messages should be brought up before the carousel which is distracting.
    – Control
    – Flexibility
    – Convenience
  3. Here you can see two call to action buttons that are highlighted. Its kind of uncertain to me at this stage.. its also one extra step most users dont really need to go through .. because both brings them to the same webpage for call-to-action. Where as if I have this approach the “Sign Up Now!” I would do something like to move on this.



4. Video Landing Page Best Practices You Might Not Be Using. Any landing page should be about one thing: converting visitors to leads.  One of the most effective tactics to improve your conversion rates is to incorporate video into your landing pages.

According to a study by, video on landing pages can increase conversion by 80%. In order to ensure your landing pages get that kind of lift to your conversion rates, here are some best practices. Your landing page shouldn’t have the same video as your homepage or about us page.  What is the main offer that your landing page is offering to visitors in exchange of their contact information? The video should clarify and reinforce the value of that offer for visitors.

Videos are generally better at explaining concepts and ideas than plain text, and so if that is your goal, a short video is a good bet. But should never autoplay a video on your landing page.

How is the design? Does it follow best practices for usability and readability? Is it too busy?

Optimizing typography is optimizing readability, accessibility, usability(!), overall graphic balance. In other words: optimizing your typography also optimizes your UI. Here are 4 ways to do.

Despite their differences, usability and accessibility sometimes go hand-in-hand. The World Wide Web Consortium defines accessibility as an “equivalent user experience for people with disabilities, including people with age-related impairments”, while usability is defined as the “design of products to be effective, efficient and satisfying” for end users.

Common accessibility improvements such as providing a site map or using clear and consistent navigation mechanisms can improve the browsing experience for all users (including those making use of assistive technology). To ensure that your site is accessible for most users, we have compiled a list of common accessibility improvements that will also dramatically improve usability.

  • Use Clear and Consistent Navigation Systems
  • Validate Your Pages and Stylesheets
  • Review Your Website using Automated Accessibility Assessment Tools
  • Use HTML Markup to Provide Semantic Information
  • Include alt text for all images and graphics that convey information
  • Test Your Pages with a Keyboard
  • Provide Captions for Embedded Video
  • Provide Transcripts for Time-Based Media
  • Test Your Pages on a Mobile Device



Eliminate ambiguity. Enable people to see, understand, and act with confidence.

Streamline and optimize workflows. Intelligently anticipate needs to help people work better, smarter, and faster.

Create familiarity and strengthen intuition by applying the same solution to the same problem.

Demonstrate respect for people’s time and attention through thoughtful and elegant craftsmanship.

How’s the navigation? How easy or difficult is it to find relevant information?  Is there a clear path to completion: from learning about the service to signing up for it?

Some good first guidelines are:

  • Give users a clear path forward
  • Instill confidence
  • Delight the user
  • Less thinking, more doing
  • Teach users how to learn



02. The user must feel that they are in control of the form and they should be aware how long the form is. If it’s a long form you can have titles at the top or the side marked as “sections” or “steps” and change the color (or change the font color)once they have been completed, like the example below that shows that the user is in screen.

Visitors hate having to wait endlessly for a page to fully load. What tools are you using to improve your site speed performance?


Website performance is user experience – the power of page speed, translating into attractive online shopping experience inspires sales figures and eventually determines online business success. The industry kingpin Google began factoring page speed into its proprietary search algorithms ever since it experienced the compelling repercussions of website performance lapses impacting sales. The search engine giant once experienced a 20 percent slump in traffic resulting from half a second delay in page load times.

While Google was quick to resolve the issue that barely crippled its market share, the same is not always the case with online businesses yet to establish their presence in the competitive online marketplace.

The research finds 88 percent of internet users choose online retailers delivering high-performance and user-friendly website experience, and almost 50 percent abandon websites that fail to load within 3 seconds.


How to Test

Website owners can leverage an array of free and premium website performance testing services to analyze Web pages and generate tailored solutions to fill the deepest of performance loopholes hampering page speed.

Page speed testing tools powered by search engine giants Google and Yahoo, website monitoring specialists Pingdom and GTMetrix yield valuable insights into website performance indicators for free, and programmatically generate scores and suggestions to educate non-geeky website owners.